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Kevin & Jackie Freiberg

Jeff Bezos "Art of Apology"

jeff bezosThis is an apology for the way we previously handled illegally sold copies of 1984 and other novels on Kindle. Our “solution” to the problem was stupid, thoughtless, and painfully out of line with our principles. It is wholly self-inflicted, and we deserve the criticism we’ve received. We will use the scar tissue from this painful mistake to help make better decisions going forward, ones that match our mission.

With deep apology to our customers,

Jeff Bezos
 Founder & CEO, Amazon.com

Unfortunately, we see so little of this among business leaders and politicians today. Perhaps it’s fear that this kind of vulnerability will lead to litigation or worse—a tarnished image. In any case, we suspect that there is a lesson in this for all of us, and we are convinced many will be endeared to Amazon because of Jeff’s humility and courage.

Do you have the humility, remorse, and confidence to confidently apologize and change when you screw up? Perhaps the art of apology is a skill worth developing!